{"id":36765,"date":"2025-08-15T13:38:00","date_gmt":"2025-08-15T13:38:00","guid":{"rendered":"https:\/\/kyvo.global\/br\/?p=36765"},"modified":"2026-06-29T13:41:16","modified_gmt":"2026-06-29T13:41:16","slug":"como-o-fetiche-geracional-domina-a-agenda-dos-relatorios-de-tendencia","status":"publish","type":"post","link":"https:\/\/kyvo.global\/br\/noticias\/como-o-fetiche-geracional-domina-a-agenda-dos-relatorios-de-tendencia","title":{"rendered":"Como o fetiche geracional domina a agenda dos relat\u00f3rios de tend\u00eancia"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"36765\" class=\"elementor elementor-36765\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2a9a15fd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2a9a15fd\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-64ed8859\" data-id=\"64ed8859\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1feda4c0 elementor-widget elementor-widget-text-editor\" data-id=\"1feda4c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div data-id=\"4c0c16b\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n<p style=\"padding-left: 80px;\"><strong>Carol Zatorre<\/strong><br \/><span style=\"color: #808080;\">Carol \u00e9 antrop\u00f3loga, regional coordinator EPIC &#8211; Latam e CO-CEO da Kyvo.<\/span><\/p>\n<p>\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u00c9 amplamente aceito que entender o comportamento dos mais jovens \u00e9 um movimento essencial para empresas e organiza\u00e7\u00f5es que investem em inova\u00e7\u00e3o e buscam possibilidades futuras de neg\u00f3cios.<\/p>\n<p class=\"wp-block-paragraph\">Nesse cen\u00e1rio, os relat\u00f3rios de tend\u00eancias emergem como uma das ferramentas privilegiadas de embasamento para tomada de decis\u00f5es em distintos contextos corporativos. A pesquisa de tend\u00eancias, por exemplo, busca prever padr\u00f5es de comportamento futuros a partir da an\u00e1lise das pr\u00e1ticas e necessidades atuais dos consumidores ou usu\u00e1rios de produtos e servi\u00e7os.<\/p>\n<p class=\"wp-block-paragraph\">Na pr\u00e1tica, entretanto, quando o objetivo \u00e9 identificar tend\u00eancias que possam embasar a\u00e7\u00f5es de valor para o neg\u00f3cio, o que se espera de um relat\u00f3rio de previs\u00f5es nem sempre corresponde ao que esse tipo de material se prop\u00f5e a entregar.<\/p>\n<p class=\"wp-block-paragraph\">Porque a pesquisa de tend\u00eancias pode ajudar as organiza\u00e7\u00f5es no mapeamento de determinadas necessidades e valores, isso se for lida como o que de fato \u00e9: um material que busca compreender a situa\u00e7\u00e3o atual do mercado e fazer previs\u00f5es a partir de um olhar generalista.<\/p>\n<p class=\"wp-block-paragraph\">O fato \u00e9 que os relat\u00f3rios em quest\u00e3o, em sua pretens\u00e3o universalista, apresentam tend\u00eancias sem pessoas, an\u00e1lises desencarnadas de rela\u00e7\u00f5es que s\u00e3o, de fato, mediadas por sujeitos. O resultado \u00e9 um \u201cfetiche geracional\u201d, ou seja, a atribui\u00e7\u00e3o de poderes quase \u201cdivinos\u201d ou \u201csobrenaturais\u201d a categorias geracionais como Gera\u00e7\u00e3o Z, Millennials ou Baby Boomers.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">Em cr\u00edtica recente aos m\u00e9todos utilizados nos relat\u00f3rios de proje\u00e7\u00e3o, o soci\u00f3logo e atual head de previs\u00f5es do Reddit, Matt Klein, aponta que muitos deles apenas repetem palavras-chave j\u00e1 publicadas em relat\u00f3rios anteriores, ano ap\u00f3s ano, apresentando seus resultados como in\u00e9ditos.<\/p>\n<p class=\"wp-block-paragraph\">Mas essa cr\u00edtica n\u00e3o significa abandonar o relat\u00f3rio de tend\u00eancias como material relevante de apoio ao entendimento de transforma\u00e7\u00f5es em curso em determinadas realidades. N\u00e3o. Mas o entendimento de que este apresenta uma vis\u00e3o de mercado global respondendo, ao mesmo tempo, \u00e0s expectativas localizadas no tempo e no espa\u00e7o.<\/p>\n<p class=\"wp-block-paragraph\">Quer um exemplo? Certa vez, um cliente do mercado financeiro procurava identificar tend\u00eancias que pudessem embasar a\u00e7\u00f5es para que se gerasse valor em anos futuros. Sob essa perspectiva, a ideia foi partir de um relat\u00f3rio de tend\u00eancias e gera\u00e7\u00f5es o qual trazia previs\u00f5es de comportamento e consumo voltadas aos jovens dos Estados Unidos e europeus, marcadas por um universalismo que pouco falava sobre a diversidade e complexidade das vidas reais dos jovens brasileiros.<\/p>\n<p class=\"wp-block-paragraph\">Nesse caso, percebemos que outros fatores contribu\u00edram mais para os comportamentos e percep\u00e7\u00f5es dos clientes. Por exemplo, o momento no ciclo de vida pessoal, a rotina, a renda e a configura\u00e7\u00e3o familiar apareceram nos relatos com maior peso nas rela\u00e7\u00f5es dessas pessoas com as pr\u00f3prias finan\u00e7as.<\/p>\n<p class=\"wp-block-paragraph\">Tamb\u00e9m identificamos que os pap\u00e9is de g\u00eanero impactavam na rotina e no tempo que a pessoa tinha para pensar em si mesma. Por exemplo, enquanto uma m\u00e3e aproveitava o tempo \u201clivre\u201d para oferecer a seus filhos um jantar um pouco melhor, um pai da mesma idade aproveitava esse tempo saindo para surfar. As mensagens sobre finan\u00e7as n\u00e3o impactam essas duas pessoas da mesma forma, a aten\u00e7\u00e3o dispon\u00edvel em cada um dos casos era diferente, as percep\u00e7\u00f5es sobre \u201cvalor alto\u201d tamb\u00e9m mudaram e isso impactava, por exemplo, decis\u00f5es sobre usar cart\u00e3o de cr\u00e9dito ou d\u00e9bito.<\/p>\n<p class=\"wp-block-paragraph\">Essas distin\u00e7\u00f5es n\u00e3o seriam captadas se o cliente analisasse apenas os dados internos e os cruzasse com os estudos geracionais. E esse \u00e9 um papel importante da pesquisa qualitativa: trazer \u00e0 tona aspectos relevantes que os n\u00fameros podem mascarar e informar o processo de decis\u00e3o considerando contextos mais complexos.<\/p>\n<p class=\"wp-block-paragraph\">Portanto, recorrer ao relat\u00f3rio de tend\u00eancias como instrumento privilegiado da pesquisa com os usu\u00e1rios \u00e9 uma realidade cada vez mais comum em um mercado que privilegia a velocidade da entrega \u00e0 sua qualidade. Podemos, ent\u00e3o, a partir de uma an\u00e1lise social, entender os pr\u00f3prios relat\u00f3rios como uma ferramenta cultural de cria\u00e7\u00e3o de mundos.<\/p>\n<p class=\"wp-block-paragraph\">Mas temos que lidar com o reducionismo em pesquisa, qual seja: a imposi\u00e7\u00e3o de uma determinada linguagem como par\u00e2metro para todas as tradu\u00e7\u00f5es. \u00c9 nesse sentido que a imposi\u00e7\u00e3o de categorias geracionais para falar sobre juventudes de maneira gen\u00e9rica, em qualquer lugar do mundo, pouco ajuda quando desejamos conhecer as pr\u00e1ticas e padr\u00f5es de comportamento de jovens que vivem, consomem e produzem em contextos sociais e culturais espec\u00edficos. Porque a objetividade resiste \u00e0 simplifica\u00e7\u00e3o da an\u00e1lise. Mas o fetiche geracional n\u00e3o.<\/p>\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Relat\u00f3rios de tend\u00eancias ajudam, mas n\u00e3o explicam tudo. Por exemplo, quando o assunto \u00e9 comportamento jovem, n\u00e3o d\u00e1 pra confiar s\u00f3 em categorias gen\u00e9ricas &#8211; como \u201cGera\u00e7\u00e3o Z\u201d. Por isso, vale refletir sobre como o fetiche geracional pode distorcer decis\u00f5es estrat\u00e9gicas &#8211; e por que entender contextos reais \u00e9 o que realmente gera valor.<\/p>\n","protected":false},"author":3,"featured_media":36766,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29],"tags":[265,266,25,263,264],"class_list":["post-36765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-comportamento-do-consumidor","tag-geracoes","tag-inovacao","tag-pesquisa-de-tendencias","tag-pesquisa-qualitativa","cat-29-id"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como o fetiche geracional domina a agenda dos relat\u00f3rios de tend\u00eancia - Kyvo Design-Driven Innovation Brasil<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kyvo.global\/br\/noticias\/como-o-fetiche-geracional-domina-a-agenda-dos-relatorios-de-tendencia\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Como o fetiche geracional domina a agenda dos relat\u00f3rios de tend\u00eancia - Kyvo Design-Driven Innovation Brasil\" \/>\n<meta property=\"og:description\" content=\"Relat\u00f3rios de tend\u00eancias ajudam, mas n\u00e3o explicam tudo. 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